Amazon to give Prime members extra discounts at Whole Foods

Prime members the new Whole Foods deals start today

Prime members the new Whole Foods deals start today

The benefits start Wednesday at stores in Florida and will expand nationwide this summer. Amazon is going to give 10% off on all sale items at Whole Foods supermarkets along with discounts on selected popular items. Prime members will get an additional 10 percent off sale items and exclusive deals on certain groceries.

"I think this is one of the most important launches we've had for Prime since Prime Video", Cem Sibay, vice president of Amazon Prime, said in an interview.

Sustainably sourced, wild-caught halibut steaks: $9.99/lb., save $10/lb.

Amazon has fired another shot across the supermarket industry's bow.

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To take advantage of the new program, Prime members will need the Whole Foods mobile app, where they sign in with their Amazon account and then scan the app's "Prime Code" barcode at checkout to apply the appropriate discounts. But turning its Prime membership into the Whole Foods loyalty program could drive more people to its stores. Alternately, they can opt in to use their phone number at checkout, if preferred.

It's the latest effort by Amazon to make Whole Foods more affordable, attempting to shed the grocer's "Whole Paycheck" reputation.

"There have been gradual steps towards integrating Amazon and Whole Foods".

The company announced on Wednesday that it's rolling out additional deals and discounts for members of its subscription service at the high-end grocer, which it acquired a year ago.

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Amazon has been implementing perks for its Prime members in Whole Foods since it acquired the grocery chain over the summer.

And the stores themselves are serving as the brick-and-mortar presence for Amazon's online store, with things like Amazon Lockers, support for returns, and the ability to shop Amazon hardware, like Echo speakers and Fire TV.

"That's significant", Whole Foods CEO John Mackey told Fortune. Customers can also go to the Whole Foods Market app to learn about offers each week.

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